Alanna Morgan

Document Type

Research Paper

Publication Date



This article investigates the effectiveness of influencer marketing industry. It closely examines the various types of social media influencers and the impact they can have on target audiences. Through their authentic connection with their followers, influencers create a strong sense of community with their fanbase. As a result, marketers then target specific influencers to promote products to their preferred audiences. If executed strategically, marketers have a higher chance of selling their products through influencers than they would through conventional internet advertisements. This article includes examples of both strong influencer-brand partnerships and weak ones in order to discuss how influencer marketing can be extremely effective if done appropriately. Influencer marketing is a rapidly growing industry in today's society and has many components to it that must be taken into account in order to be successful.



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